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Four Customer Relationship Challenges That Hinder B2B Sales Success

Working with many of our business-to-business (B2B) customers and prospects at Medallia presents a number of challenges in managing Key Accounts have formed into themes. These challenges are common among most, if not all of the companies I have worked with who are trying to improve their Key Account Management processes. (And they happen to be challenges that we can help them solve.)
Has your business experienced these challenges too?
Your account managers can’t fully identify at-risk revenue
Account managers are less sensitive to customer satisfaction and loyalty than they may realize. They have a sense of how their main contact feels about their relationship, but they don’t have a complete view of satisfaction across their account. The main contact is a gatekeeper of feedback from within the organization, which gives the account manager a filtered, incomplete view. This means that he or she may not even realize that the account is at risk.

You lose revenue from inconsistent customer experience delivery
You offer a complex mix of products and services. You may have grown through M&A, and obtaining a single, unified view of customer satisfaction across business lines is a challenge. With so many different locations, cultures, product lines and services, definitions of customer success vary across groups. As a result, customer experience delivery is inconsistent, which hurts client satisfaction and retention.

Too many groups make up the customer’s experience
As businesses become more specialized, they create more interaction touchpoints per customer. Employee turnover and process changes at each interaction touchpoint are inevitable; Sales lacks control of the whole customer experience. Groups like Fulfillment, Support, and Professional Services all play a role in building strong B2B relationships. Each handoff can make or break an experience, and it’s at these transitions that satisfaction falls down.

Too much internal focus
Not all internal groups have operational performance metrics for customer satisfaction. In larger organizations, employees in departments such as Billing, Legal, or Provisioning might not know the impact of their work on customer satisfaction. Creating customer visibility helps function-oriented employees transition beyond just technical proficiency; everyone plays a role in delivering great customer experiences.
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